Download The Research
With OOH advertising providing a higher reach than other major media, it’s no surprise that OOH spend is projected to surpass more than $38 billion in 2023. Many brands are pushing the boundaries of creativity to make compelling OOH work, especially in digital OOH. But what’s the real secret to success? How can advertisers be confident that their highly visible creative will support brand building and drive market share growth?
Research from System1 and JCDecaux, the global industry leader in outdoor advertising, showcases how to make the perfect digital poster. The best practices are derived from an analysis of more than 50 ads using three measures: JCDecaux’s VIM test that leverages AI to uncover how creative composition impacts focus of attention; Lumen’s testing on what people see when they view the creative in real-world environments; and System1’s Test Your Ad platform, which reveals how creative makes people feel and in turn, how effective it will be over the short and long term.
Get access to the findings from the research, plus guidelines for creating the perfect poster.
